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Golf and Family Beach Fun |
Hilton Head Island’s Golf and Hotel Partners committed to an additional funding program to match significant state funds available for cooperative marketing to drive more golfers and family trips. HHI challenged eBrains to create and implement a measurable visitor delivery solution using online marketing.
GOAL
To develop a turnkey solution for opt-in leads, followed by regular communications, resulting in converted visitors.
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eBrains leveraged the highest known ROI online segments of lead generation and email marketing to customize the following solution.
100,000 leads generated from the eBrains Visitor Delivery Network™
10,000 Permission based email records from data append program
E-dialogue with promotional emails to two segments, each year
Fulfillment with two mini-guides to cover both core driver segments
Guaranteed $12 million in direct visitor spending exclusive of air travel (60 to 1 ROMI)
RESULTS
27,035 Visitor Parties
141,150 nights
114,116 paid lodging nights
$24.5 million in direct visitor spending (123 to 1 ROMI)
Average overall email open rates 8%; click to open rates 13%
